A trucking company has started to appeal to video game simulator players to increase the number of drivers as the driver shortage continues in the industry. Recently, Schneider National is running ads appearing on in-game billboards in American Truck Simulator, a popular game that encourages players to hone their business management skills while driving trucks.
American Truck Simulator players may be answering the truck driver shortage, with more than 80,000 truck drivers dwindling as of May, NPR reports. Simulation game developer SCS Software said in a blog post that the new ads are part of a trial phase that they believe will deliver “something of value to our games and the automotive industry.”
When Schneider spoke to SCS about a possible recruitment campaign, the software company agreed, saying it hopes the simulator will create an environment where it can be both enjoyable and inclusive. The built structure brings recruitment ads to in-game billboards that will theoretically entice players to join the company as real-world truck drivers.
The impact of the COVID-19 pandemic continues
Schneider’s approach to driver recruitment comes as other trucking companies find alternative options for hiring their employees and persuading prospective drivers to return to the roads. According to the Ottawa Cooperative Association (OCA), which estimates that the driver shortage will double by 2031, the Covid-19 pandemic has greatly affected the number of drivers.
“COVID has practically fired the generation of truck-driving baby boomers and many have left their jobs,” Judd Perry, OCA’s fuel manager, told NPR. “And now that this generation’s massive migration has happened, there’s no one to replace them.”
The trucking industry is facing serious challenges, with training costs of up to $7,000 and the fact that trained drivers can then be hired by larger companies. Many problems with salaries and fringe benefits also prevent people from approaching this sector.
Now Schneider’s attempt to appeal to a younger demographic can tackle the issues facing the Baby Boomer generation. Truck drivers were previously required to be 21 years of age or older, but with a law enacted in the US in November 2022, the age limit for truck drivers with commercial licenses has been lowered to 18, which is Schneider’s effort to recruit American Truck Simulator players. potentially lucrative.
“The positive feedback we receive from those who recognize this change has inspired us to continue exploring opportunities and providing meaningful visual assets that go beyond traditional advertising,” SCS wrote in its blog post. “Together, we can create a more inclusive and purposeful gaming world and We are extremely excited to see where this partnership will take us in the future.”
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